European Journal of Marketing: Volume 53 Issue 8

Guest editorial

Michael Richard Hyman, Alena Kostyk

Markets, consumers and society in the age of heteromation

Nikhilesh Dholakia, A. Fuat Firat

The purpose of this paper is not to present a crystal ball, but to outline the conceptual strands – some already evident, others only dimly perceivable in emergent forms – that…

Future thinking: the role of marketing in healthcare

Sidney Anderson, Steven W. Rayburn, Jeremy J. Sierra

The purpose of this paper is to discuss how, using a futures studies perspective, marketing is uniquely positioned to address future challenges facing health-care service systems.

Making the world a better place by making better products: Eco-friendly consumer innovativeness and the adoption of eco-innovations

Nicholas G. Paparoidamis, Huong Thi Thanh Tran

This paper aims to examine whether consumers respond differently to different types of eco-innovations and to explore how and under what conditions eco-friendly consumer…

Prioritizing marketing research in virtual reality: development of an immersion/fantasy typology

Kirsten Cowan, Seth Ketron

Virtual reality (VR) is of increasing interest to marketers because it can be used to explore and proactively shape long-term futures, co-create value with consumers, and foster…

How real are virtual experiences?: For a better understanding of virtual experiences and their impact on consumers’ real life

Amira Trabelsi-Zoghlami, Mourad Touzani

This paper aims to explore the virtual experience to understand its components and its effects on consumers’ real world.

LARPnography: an embodied embedded cognition method to probe the future

Davide C. Orazi, Angela Gracia B. Cruz

This paper aims to propose LARPnography as a more holistic method to probe the emergence of plausible futures, drawing on embodied embedded cognition literature and the emerging…